| Edition |
First edition. |
| Description |
x, 307 pages ; 25 cm |
| Bibliography |
Includes bibliographical references (pages [289]-293) and index. |
| Contents |
Introduction : Why marketing maven spell marketing with a capital M -- 1. The new market model -- 2. Execution in marketing -- Imperative 1 : Pick markets that matter -- 3. Identifying opportunities -- 4. Matching markets with competencies -- Imperative 2 : Select segments to dominate -- 5. Segmenting to find the sweet spots in a market that matters -- Imperative 3 : Design the market offer to create customer value and secure differential advantage -- 6. Meeting customer needs and beating competition -- Imperative 4 : Integrate to serve the customer -- 7. Structuring systems and processes to serve customers -- 8. Creating a company-wide marketing culture -- Imperative 5 : Measure what matters -- 9. Measuring enterprise and market for a custom fit -- 10. Conclusion : Sustaining marketing excellence -- Appendixes -- Appendix 1 : Selecting the world's best marketers -- Appendix 2 : Executives interviewed for this book -- Endnotes -- Acknowledgments -- Index. |
| Subject |
Relationship marketing.
|
|
Customer relations.
|
|
Marketing -- Management.
|
| ISBN |
9780307354099 |
|
0307354091 |
|
